Is There a Difference Between Online and Offline?

Lambert: In store always matters. There are brands that cultivate a very distinctive in-source experience and brands where, you know, to Stephen's point, you go there just to buy. I think online what's very interesting is that there are retailers that we associate with a very powerful offline experience of for example luxury retailers who have made an explicit decision to not lean that hard into online retailing. Lambert: People are becoming more comfortable with making major purchases of online.